Samsung, which on March 14 plans to reveal in New York City the much anticipated Android-powered Galaxy S4 smartphone, today has begun teasing the product in an ad designed to ramp up the hype.

Samsung, which on March 14 plans to reveal in New York City the much anticipated Android-powered Galaxy S4 smartphone, today has begun teasing the product in an ad designed to ramp up the hype.

The Samsung Unpacked ad features a young boy who has been tasked with guarding a magical, glowing box containing the next big thing. Even a young girl in his neighborhood cant pry the secret of whats in the white box from young, nattily dressed Jeremy Maxwells hands (though we can see from Samsungs use of the No. 4 in the ad that it might be ditching the Roman numeral convention it has used with past Galaxy phones).

What we do know, or think we know about the Galaxy S4, is that it will feature a 5-inch, 1080p display, 2GB of RAM, and an eight-core Exynos SoC. Eye-tracking software and a flexible display have also been speculated about.

Hype surrounding the Galaxy S4 has heated up alongside hype regarding whatever Apple has planned next, possible an iPhone 5S or iPhone 6, or both. Dozens of concept designs by those imagining how the next iPhone might look has fueled excitement.

Sales of the Galaxy S III have helped Samsung close the gap between itself and Apple in smartphone sales, with Samsung coming within 10% of Apples share by year-end 2012, according to NPD Group.